The Digital IQ of a company

What is meant by Digital IQ?

The Digital IQ, which means "digital intelligence quotient", is a new approach aiming to analyse and measure the companies performance in their uses of new online medias within their communication strategy. In reality, the digital Iq is a kind of assessment based on rankings with criterions such as innovation or creativity. Hence, companies with a very strong online stragegy will be a “Genius” earning more than 140 points, and on the other side those who are not present online will be characterised as “Feeble” with less than 70 points. The Digital IQ evaluates  how a company plans, innovates, measures results, interacts with customers, and ultimately creates value.


Top 3 Digital IQ hotel brands ranking:

1. Four Seasons hotels and resorts (150pts)
2. Hilton hotels and resorts (149pts)
3. Marriott hotels and resorts (143pts)


What are the components of Digital IQ?

The Digital IQ includes 4 components :
 
The mobile
Which counts for 20% of the digital IQ methodology It is related to the compatibility, optimization, and marketing on smartphones, tablets, and other mobile devices.

• iOS Applications (iPhone & iPad): Availability, Popularity, Functionality, iPad Differentiation
• Android & Blackberry: Availability, Popularity, Functionality
• Mobile Innovation: SMS, Geo-local, Instagram, Other Mobile Marketing Innovation

The website
Which counts for 30% of the digital IQ methodology.
The effictiveness of a brand site.

• Site Technology
• Site Search & Navigation
• Reservations
• Property Pages and Destination Guides
• Customer Service
• Rewards/Loyalty Programs
• Social Media Integration

The Social Media platforms
Which count for 20% of the digital IQ methodology
Calculated according to specific criterias such as the brand presence, the community size, the content, or the engagement on major social media platforms on global and select property accounts.

 • Facebook: "Likes", Growth, Post Frequency, Applications, Responsiveness, Content, Interaction Rate, F-Commerce
• Twitter: Followers, Growth, Tweet Frequency, Online Voice
• YouTube: Views, Number of Uploads, Subscriber Growth, Content, Interactivity

The Digital Marketing
Which counts for 30% of the digital IQ methodology.
The efforts to search, display, and email marketing.

• Search: Traffic, SEM, SEO, Web Authority
• Display Advertising & Innovation: Text & Banner Ads, Retargeting, Cross-platform Innovation Initiatives, Presence on Emerging Platforms: Pinterest, Tumblr, Google+
• Blog & Other User-Generated Content: Mentions, Sentiment, TripAdvisor Reviews
• Email: Frequency, Content, Social Media Integration, Mobile Optimization